Baron Samedi Spiced Rum is an alcoholic beverage brand that is based on the enigmatic Haitian vodou spirit ‘Baron Samedi’. In Haitian culture, Baron Samedi is the master of the underworld, giver of life, and is particularly fond of rum. At religious shrines, worshipers summon the Baron’s otherworldly services by presenting him offerings of rum and other homemade artifacts.

After investigating these Haitian cultural traditions, we came up with the idea to create shrines to allow our audience to summon the Baron’s presence through the offering of Baron Samedi Spiced Rum. The posters included intricate details from Haitian vodou culture and were placed around bars and bottleshops where the rum was sold.